Nedap, intensive research to know and understand the Latin American consumer
Nedap is a Dutch high-tech company that creates innovative and high quality software and hardware products.
It has a line of systems for swine and livestock identification and feeding, as well as systems for healthcare, advanced identification systems, light controls, retail, security management and staffing solutions.
This company wanted expert marketing guidance to help them understand their ideal customer, as they aim to enter Latin America more strongly.
What was Nedap’s challenge?
- Nedap wanted to know the market they were going to face, the arena and the environment they are entering in Latin America.
- They wanted to know what their ideal customer does, how they decide, how they make a technology purchase on their pig farms, who the decision makers are and what they think.
Zoo Inc. Solution
We designed questionnaires and surveys based on the qualitative research model to gain insight into Nedap’s ideal customer type.
- We identify three types of profiles
- We interviewed 12 people including the different types of profiles and the brand's distributors in different Latin American countries.
- We did an intense work of interpretation and data recording.
- We elaborate a Buyer Journey to know everything the customer has to go through before making a purchase and what their motivations are.
- We provided a document with the interpretation, conclusions and recommendations for Nedap.
The results
Today the company in the Netherlands has taken a more dedicated action, they look at this work of understanding the profile of the ideal customer and have an orientation for the elaboration of a strategic plan.
What they say about us
José Simeone
nedap ceo.
"It's marketing in every sense of the word, we think marketing is just promotion, but it's not just that, marketing is a process and I was looking for a broad and complete marketing vision."
